The Australian skincare brand brings its clinically inspired wrinkle solutions to more than 60 Boots stores and boots.com from the 9th September.
The launch marks Wrinkles Schminkles’ first UK retail partnership, bringing its targeted, non-invasive wrinkle patches to a wider UK audience. Having built a loyal DTC following in the UK, the brand is now stepping into physical retail through Boots, one of the most current and coveted launchpads in the market.
Initial store locations include London Tottenham Court Road, Covent Garden, Knightsbridge, Manchester Market Street and dedicated Boots Beauty stores including Battersea and Bristol Cabot Circus.
The international expansion follows Wrinkles Schminkles’ acquisition by Avenir Collective and marks a new phase of growth for the brand, which was founded to transform established silicone technology into simple, targeted skincare for use at home.
“The launch with Boots is a major milestone for Wrinkles Schminkles and an exciting moment as we relaunch globally. There’s a powerful opportunity at the intersection of beauty, aesthetics and at-home care, and we believe Wrinkles Schminkles complements the growing professional skincare market while bringing results-led solutions into everyday beauty routines. Boots offer the perfect launch platform to make that shift, taking a brand with strong category credibility to a much broader beauty audience,” Lauren Myers, chief brand officer at Avenir Collective
Founded in Australia in 2014, Wrinkles Schminkles sits between skincare and the clinic. The brand is most known for pioneering the reusable 100% medical grade silicone patch, designed to support smoother- looking, more hydrated and visibly firmer skin.
Inspired by the established use of medical-grade silicone in scar care, the brand has refined the technology into targeted patches for specific areas including the forehead, eyes, mouth, neck and chest. The brand also leads with ingredient-led SKUs, including Self-Dissolving Microneedle Patches, Face Polishing Peel Pads powered by AHAs, BHAs and PHAs, and Facial Plumping Sheet Masks with peptides, collagen and hyaluronic acid.
The initial Boots assortment includes 10 SKUs, featuring hero products such as the Forehead Wrinkle Patches, Chest Wrinkle Patch and Self-Dissolving Microneedle Patches, alongside the new Brow Frown & Bunny Lines Wrinkle Patches launching in September exclusively to Boots. Each patch is designed to be worn overnight or a few hours for a quick boost, and can be reused multiple times. With each SKU priced between £15–30RRP, Wrinkles Schminkles remains focused on offering an accessible entry point forBoots customers.
